Converse has a site that lets their customers really show the company what they think about their iconic sneakers. Folk can upload 25 second video shots to a site and budding (and established) film makers can receive $10K if their spot gets shown on MTV and the like.
The site was launched last August by San Fran agency Butler Shine Stern + Partners and reflects their slant towards OpenSource Advertising: here the consumers create the ads. The films are still coming and the quality and quantity is just outstanding.
Let us know which one’s your fave in the comments box!
Converse Gallery
BSSP
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Interesting that you guys see Open Ad as Open Source Marketing….I see it as the same old thing…in different clothing
March 31st, 2005 at 10:24 am
How so James?
March 31st, 2005 at 10:37 am
Open Ad is just taking the old model online, using the web to create the same old ‘command and control’ style of advertising.
The problem is that the ‘brand bombardment’ model doesn’t work anymore. People are taking shelter using PVRs, adblockers, subscriptions etc.
Open Source Marketeers understand that the rules of the game have changed and that the old-school techniques are redundant.
Converse Gallery is a great example of the new school. ‘Give ‘em the tools and they will create’.
March 31st, 2005 at 10:51 am
I agree with James. I was a bit confused with the whole pricing structure on Open Ad too. It wasn’t trully giving people the chance to create. It was like ‘Here’s the RFP, give us your ideas.’
It’s very hard to see how creatives with just put their work up their willy nilly – it’s bad enough in 5-way pitches where they just earmark all the best ideas and replicate them in-house.
The viralists like Asa Bailey have got the right idea. Do something really extreme, but on brand, or auction the ‘promise’ online. It’s a good old relationship of trust then!
March 31st, 2005 at 3:03 pm